某企业PVC花园管营销战略与研究.doc

内 容 摘 要 随着社会经济的迅速发展，特别是浙江民营经济的快速发展过程中，大量的民营中小企业面临着扩大生产和转型升级的迫切要求，这些企业市场营销战略才能在新一轮竞争中立于不败之地 关键词：市场营销战略,4Ps,4Cs,4Rs,大客户管理 ABSTRACT With the rapid socio-economic development, particularly the rapid development of private economy in Zhejiang, a large number of private small and medium enterprises are faced the urgent demand to expand production and transformation to upgrading, to enhance their level of scientific management is veryimportant，in particular the comprehensive marketing strategy implementation, so to make it in the new round of competition in an invincible position and the successful upgrade.Marketing Strategic stress to use the scientific theory to guide practical marketing,sales follow certain steps, analysis of market conditions and environmental factors, to determine the formulation and implementation of marketing strategy.To promote the improvement of marketing ability and company operational efficiency. This paper will combine 4Ps, 4Cs, 4Rs and other marketing theory to analyze the marketing strategy of the company's PVC garden hose, to seek integration of its advantages, use KAM theory, to seek establish the stability good customers, making a suitable marketing strategy for the developing company. The paper is generally divided into three parts. the first part study the company's current marketing situation, recorded the marketing channels and combination of marketing strategy what the company have had. The second part is based on existing marketing theory (mainly 4Rs marketing theory, 4Cs marketing theory, 4Rs marketing theory, etc.) and large customer management theory, analyzing the company's marketing situation, to find the lack of the enterprise marketing process or areas for improvement. The third part Use related theory to improve program, and ultimately form a new marketing strategy. KEYWORDS： Marketing strategy,4Ps ,4Cs ,4Rs ,KAM 第一章 引 言 1 第一节 选题意义 1 第二节 研究的目的 1 第三节 研究的方法与技术路线 2 第二章 关于营销策略的理论研究 3 第一节 市场营销战略的概念和意义 3 一、市场营